The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly

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John Wiley & Sons, Dec 31, 2009 - Business & Economics - 304 pages
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

  • New case studies and current examples are included to illustrate the very latest in marketing and PR trends
  • Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
  • Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
  • David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.


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David's writing style makes it easy to read, follow along and then implement the very material he talks about to become a marketer in today's world of building trust , referrals relationships first before the sell.

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There are hundreds of good books on the market right now that explain the benefits of using social media channels and blogging to help your business, large or small. The reason I chose this book because it was advertised as going beyond just these avenues and completely re-evaluating the relationship between marketing and PR. The New Rules of Marketing & PR by David Meerman Scott is a book I do not consider finished even after closing the book. One can revisit this book many times to utilize the many resources and tips that are mentioned throughout.
Meerman’s style of writing is both modest and enthusiastic. The significant changes going on in the marketing and PR industries create a need for reevaluation, and Meerman will rightly admit that some people should be worried. In chapter 12 “How to Write for your buyers” Meerman can sound quite pessimistic, saying, and I am paraphrasing here, that the old style of writing official Jargon for your customers to read simply will no longer work, and may actually be harmful. Meerman states “…words like Industry Standard, Groundbreaking, Cutting-Edge make my eyes glaze over.” This is obviously going to leave a lot of PR people second guessing how they are currently phrasing their press releases.
Do not give up hope! Meerman comes back with plenty of optimism and ways to rephrase these archaic sayings to make yourself and your customers feel alive! The rule? When writing for your buyers, start with your buyers, not just self promotion. Many of the chapters in this book are similar given the nature of the book – the old rules of marketing and PR are dead (Oh no!) but here are the new rules, and guess what, they work! (Phew!)
The content of the book is also almost exactly what I was looking for, with statistics to put things into perspective; there are ~100,000 blogs created a day…tough competition! He also takes a stand, truly believing that one should “ignore the old rules of PR.” While I disagree with this, he certainly creates a good argument and is aware that what he is saying is controversial. Meerman not only encourages one to challenge his thoughts, but actually gives his own personal email address where one could contact him.
In conclusion I definitely recommend this book. I am still opening the book to the pages I have dog eared, mainly the chapters pertaining to social media and blogging. I have also used many of the tools he suggests, such as which is a tremendously useful tool that grades your writing in regards to how your customers see it. As one of my main reasons for buying the book was to enhance my company’s blog, this tool is great is used about twice a week. This is one of the many sites he promotes; as a matter of fact it is hard to find a page in this book without suggested links as footnotes.
So go, and learn the new rules of PR and Marketing, but remember to keep an open mind, if there is one thing Meerman is adamant about it is that these rules are still changing!


in an Online World 3
Public Relations and ThirdParty Ink 9
The New Rules of Marketing and PR 15
Reaching Your Buyers Directly 25
WebBased Communications to Reach
Tapping Millions of Evangelists to Tell Your Story
Audio and Video Drive Action
How Web Content Influences the Buying Process
Social Networking Sites and Marketing
Blogging to Reach Your Buyers
Video and Podcasting Made Well as Easy
How to Use News Releases to Reach Buyers Directly
Your Front Door
The New Rules for Reaching the Media
Search Engine Marketing

The New Rules of News Releases
The Web Helps Audiences Catch the Fever
The ContentRich Web Site
Action Plan for Harnessing the Power of
Online Thought Leadership to Brand Your
How to Write for Your Buyers
Make It Happen
Acknowledgments for the Second Edition
About the Author
The New Rules of Social Media book series

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About the author (2009)

DAVID MEERMAN SCOTT is an award-winning marketing strategist, conference speaker, and seminar leader. He is the author of World Wide Rave and the editor of The New Rules of Social Media series, also from Wiley.

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